Boosting service performance by dark chocolate seduction

Abstract

Purpose Past research suggests that small details during a service may have a big impact on the service experience. Drawing from this literature, this study aims to test the impact of offering dark chocolate during a service on service performance outcomes. Design/methodology/approach Three scenario-based studies and one field study tested the hypotheses. The scenario-based experiments varied in both service context (e.g. restaurant and mobile phone store) and service quality. Findings Eating dark chocolate positively impacts service performance outcomes. This effect is fully mediated through mood. However, this effect disappears in negative valenced service encounters. Originality/value This paper makes a unique contribution, by testing whether changing a small detail at the start of a service improves mood and, in turn, customers’ outcomes in different service quality contexts.